COURSE CURRICULUM

The first year of the Marketing, PR and Advertising programme provides a strong foundation in modern marketing principles, creative communication, branding, and business strategy. Students study core modules including Marketing Fundamentals, Introduction to Digital Marketing, Advertising Fundamentals, Managing the Brand, Design and Creativity for Marketers, and Business Acumen and Entrepreneurship. These modules introduce the essential concepts of marketing, consumer behaviour, brand development, advertising, digital marketing, and entrepreneurial thinking while developing practical business and communication skills. The Marketing Fundamentals module explores current and emerging marketing principles and demonstrates how organisations achieve sustainable success by understanding customer needs, market conditions, and the external business environment. Students learn how to create value for customers and stakeholders while evaluating the social and commercial impact of marketing activities on consumers. Through coursework-based assessments, they apply marketing theory to real business challenges, developing key employability skills such as digital communication, visual presentation, business report writing, problem-solving, critical thinking, and professional decision-making. The combination of marketing theory, creative design, branding, digital marketing, and entrepreneurship equips students with a solid understanding of how organisations develop effective marketing strategies and communicate with target audiences across multiple platforms. This foundation prepares students for more advanced study in marketing, public relations, advertising, and integrated marketing communications in later years of the programme while building transferable skills that are highly valued across a wide range of industries.